Seconds/With
Issue 21 | December 2011
Agency
Leo Burnett Sydney
Creative Team
Executive Creative Director: Andy DiLallo; Copywriter: Michael Canning ; Art Director: Kieran Antill; Photography: Tom Medvedich
Production Team
Web Producer: Adrian Gunadi; Production: Leo Burnett & Radical Media; Directors: Patrick Fileti, Kieran Antill, Michael Canning, Nick Ball; Editor: Patrick Fileti; TV Producers: Adrian Shapiro (Leo Burnett), Michael Hilliard (Radical Medial); Photographers: Darren Jew, Simon Harsent, Craig Golding, Stephen Dupont
Other Credits
Account Director: Jodi McLeod; Account Manager: Alissa Breit
Date
2011
Background
The brief was to promote Canon EOS, a leading brand of DSLR cameras. Beginning with the insight that great photography is about being inspired, the task was to launch a new channel of branded entertainment for Canon that would inspire photographers of all levels.
Idea
'Seconds/With' is build around the insight that while professional photographers spend decades behind the lens, the shots they value most add up to just fractions of a second.
The agency sat down with four of the world's leading photographers – Darren Jew, Simon Harsent, Craig Golding and Stephen Dupont and asked them to consider their years of photography, with a key fraction of time they have found that is invaluable to them. The juxtaposition of the time their entire careers have lasted against the one fraction of a second they cherish gave a rich insight into the life and craft of professional photography.
'Seconds/With' launched online as a series of four online episodes - The first four photographers created the first four episodes of Series One. The response from the photography community and the creative community as a whole has been so successful that the series will remain ongoing as a new arm of branded content for Canon.
Results
By creating a new channel for professional photographers to inspire the larger community, ?Seconds/With' has began a new conversation between Canon and the photography community, and marked a new era of entertainment for the brand.
Our Thoughts
I’ve long admired the work Leo Burnett Sydney has created for the Canon account over the years, keeping the brand at no.1 in the market. More than the individual campaigns and annual programs, it’s a long-term strategy that identifies the fragmented consumer audiences in the world of cameras and photography and tackles each one individually and holistically. This campaign, aiming higher than the point-and-shoot audience, is beautiful and inspiring to serious shutterbugs like me.